Readers of the New York Times will now have the ability to book travel to the destinations they read about in the paper's travel section.

The Times has partnered with travel site Expedia.com to let readers book travel from within the online travel section of the paper, Ad Age reports. An integrated engine will also let visitors search for the best deals on travel and book hotels, cruises and travel packages - without leaving the Times website.

The paper claims that revenue isn't the reason for the addition; rather, it's to improve the user experience and increase online readership. "The most important thing for us, especially in terms of our advertising base, is to grow our audience, get them coming back more often and get them to look at more pages," Vivian Schiller, SVP-general manager of NYTimes.com is quoted as saying.

Expedia's addition to NYTimes.com is the latest in a series of changes to the site since a major redesign last year, which has helped the site's traffic grow to nearly 12.5 million unique visitors last month, up from 11.6 million in November 2005 and 9.5 million in November 2004, according to Nielsen/NetRatings.